If you are a company who has made a sound investment in content marketing you are likely among a number of B2B marketers who are working to make their content marketing strategies more effective this year than the previous one. For those who are still in the research phase, content marketing could be a big winning for your company if you put together the right strategy and execution.
When planning out a content marketing campaign there are a number of factors you may want to consider. In fact, the Content Marketing Institute published a report outlining content marketing factors that attributed to an organization’s overall success that you should checkout. Of course, before you can do the same you will need to define exactly what a successful campaign looks like.
I’ll be the first to admit that when I think of content marketing I immediately think of written content. That is not necessarily the case today. Successful brands might look outside the box and take a broader media approach. In today’s market there are opportunities to contribute with video, graphics and illustrations, podcasts, media buying, webinars, events, and within social media. To do this means that you will need a team who can produce compelling content, promote that content and reach influencers within your target demographic.
The Internet of Things is Taking Over
Not to complicate matters, but in today’s changing landscape a term referred to as “The Internet of Things” has been gaining popularity. Unlike campaigns we ran 5 or 10 years ago, your audience isn’t limited to media on a screen anymore. With technologies such as Google Voice, Siri, and Alexa, content can be delivered hands free and might not ever be seen. You talk and your device delivers. With voice search becoming more prevalent, marketers may need to rethink how they strategize their SEO, PPC, and of course content marketing campaigns.
Offer Value and Be Real
There is no denying that the internet has become a competitive environment. In just one minute, this is what gets published. For those who didn’t click the link, here are some of the numbers. Keep in mind, this is just one minute.
- Wikipedia – 600 new page edits
- Google Conducts 3,607,080 searches
- Youtube users watch 4,146,600 videos
- Buzzfeed users view 50,925.92 videos
- Instagram users post 46,740 photos
- American use 2.657,700 GB of internet data
If you want to be memorable and develop a loyal following amongst all that commotion, it may be a good idea to offer consistent value in everything you do. Find ways to help people solve their problems, offer good advice, and from time to time, consider doing something to help out the community you serve. This long term strategy, along with other digital marketing methods, can help your brand build trust within your digital community.
Chris Foerster is a technology junkie and digital marketer who currently manages the digital marketing school promotion at Fremont College. With more than a decade of experience marketing businesses online, Chris brings a unique skill set of SEO, PPC, social media, lead nurturing, and content marketing to the college’s website Fremont.edu. We are proud to support Chris, and to share his knowledge with our audience.